Berytech

In this job, I engage with programmatic teams to address their communication requirements, timelines, and deliverables. I integrate essential digital marketing technology and user experience design to enhance Berytech's website and mobile application, fulfilling programmatic, stakeholder, and organizational necessities. I devise a targeted email marketing strategy that caters to stakeholder needs. I implement data-driven integration of various digital tools for improved efficiency. Additionally, I provide training to assistants to drive efficiency in marketing operations and facilitate smoother departmental workflows.
Some of my key realizations for this job are here.
• Ensured seamless incorporation of informative videos by monitoring user interactions on landing pages through Google Analytics and revealing brief browsing durations despite extensive content.
• Identified a high email unsubscribe rate of 5% by overhauling CRM and email strategy with more targeted newsletters.
• Enhanced paid ad performance by 12% through improved targeting and content recommendations.
• Reviewed  Berytech CRM strategy and renewed plan in accordance with departmental needs and available resources.
• Developed Berytech SEO strategy and aligned it with the content strategy in collaboration with the content unit.

Digital Marketing Specialist

In this job, I led the creation of effective digital marketing strategies across platforms like Instagram, Twitter, Facebook, LinkedIn, and YouTube for Berytech's programs. I collaborated with the team, analyzed engagement data for the Impact Report, and produced high-quality content on topics such as agrifood and women's empowerment. I also organized various events and workshops to engage the community. Furthermore, I took charge of managing events and fostering community engagement by coordinating corporate and community events, training sessions, workshops, hackathons, and ideation camps.
Some of my crucial achievements for this job are here.
• Launched the first Agrifood Innovation Award, by overseeing marketing strategy, branding, and web design and development, resulting in 23,351 public votes and 67 agrifood production companies' participation with 128 products submitted.
• Orchestrated communications for various programs, including the Lebanon Export Academy in collaboration with UNIDO, UNDP, and Berytech under the joint UN - Productive Sectors Development Program funded by the Government of Canada.
• Spearheaded BASATINE, a four-year Consortium program supported by l'Agence française de développement (AFD), the QOOT Cluster funded by the Kingdom of the Netherlands, and Cluster4Green, supported by the European Union (ENI CBC Med Programme), all aimed at aiding small farms and promoting sustainability in the agrifood sector.

Communication and Marketing Specialist

Flow Development

In this job, I create a digital framework for a medical technology distributor from the ground up. Likewise, I play a key role in rebranding with a new style guide, overhauling the website using Adobe XD, setting up an e-commerce platform, and constructing a full sales funnel using a combination of Funnelytics, WordPress, ConvertKit, and Zapier. I provide strategic guidance in entrepreneurship and marketing in collaboration with organizations such as Unicef, The Nawaya Network, and SPARK.
Some of my key attainments for this job are here.
• Tripled revenues for a fashion retailer within three months through a targeted marketing strategy and training initiative.
• Designed and launched over 10 WordPress websites for clients in Lebanon and the GCC, enhancing their online presence.
• Rebranded and established a new digital presence for a medical technology distributor, including a comprehensive e-commerce solution.

Marketing Consultant

QOOT Cluster

Lebanese International University

As Head of Events and Communications at the Lebanese International University, I managed a team comprising four professionals, assistants, and student volunteers. Together, we revamped and organized the structure of LIU's website, which consisted of over 300 pages, to improve user experience and accessibility. Additionally, I formulated three guidelines and policy documents to streamline communication protocols within the organization, ensuring efficient operations and clarity in messaging.
Some of my key achievements for this job are here.
• Improved design and usability through Adobe XD which ultimately enhanced the website's user experience.
• Established strong partnerships and increased university visibility among potential applicants by executing successful communication and outreach plans in high schools.

Head of Events and Communications

In this job, I manage an average of four courses per semester with 35 students per section to offer personalized attention and create an engaging learning atmosphere. I teach diverse courses such as Marketing Principles, Integrated Marketing Communications, Design Software, and Educational Media and Technology to provide a fresh perspective and engage students from various backgrounds. As a Lecturer at Lebanese International University, I revamp instructional approaches to inspire and equip students with knowledge and skills vital for success in their fields.
Some of my notable contributions to this job are here.
• Earned student evaluation scores ranking consistently in the top 25% with a minimum of 82% to showcase teaching effectiveness and dedication to high-quality instruction.
• Created personalized learning experiences and maintained an interactive classroom environment through strategic teaching.

Lecturer in Marketing

Throughout this job, I oversaw a team of five assistants and 12 volunteers at the Lebanese International University, focusing on digital marketing initiatives to enhance our online presence and enrollment strategies. We coordinated events, encouraged online community participation, and utilized Asana to manage a consistent social media calendar for publishing student-generated content, fostering a lively digital ecosystem. Additionally, I spearheaded a comprehensive online enrollment campaign, resulting in 3,000 messaging conversations via the ManyChat messenger bot and contributing to a 3% increase in enrollment.
Some of my notable successes for this job are here.
• Grew the university's Facebook page from 16,000 to 87,000 followers by implementing a community-based content strategy, creating engaging content that connected with the target audience and led to substantial organic growth.
• Enhanced the university's online community and social media presence by publishing student-generated content,

Digital Marketing Manager

In this job, I crafted design pieces based on briefs averaging 70 monthly. Fashioned five university magazine editions with Adobe Creative Suite. Moreover, I enhanced marketing materials & incorporated logos for five LIU schools.

Graphic Designer

As a seasoned marketing professional, I bring a wealth of experience and a proven track record of driving successful campaigns and initiatives across diverse industries. With a keen understanding of both traditional and digital marketing channels, I specialize in crafting innovative strategies to elevate brand visibility, engage target audiences, and boost revenue streams.

My expertise extends across the spectrum of marketing disciplines, including branding, social media, content creation, SEO, email marketing, and more. I excel in leveraging data-driven insights to optimize campaign performance and deliver measurable results.

As a collaborative leader, I thrive in cross-functional environments, fostering strong relationships with internal teams and external partners to execute projects with precision and efficiency. I am committed to staying ahead of industry trends and continuously refining my skills to meet the evolving demands of the market.

Driven by a passion for creativity and a dedication to achieving tangible business outcomes, I am eager to contribute my expertise to forward-thinking organizations seeking to make a meaningful impact in the ever-changing world of marketing. Let's connect and explore how we can collaborate to achieve your marketing goals.

Mohammad Mortada

American University of Beirut

For ESDU/ FAFS:
•	Development of a business plan outlining the unit's value proposition, revenue streams for applied research infrastructure, and financial and human resource requirements.
•	Overseeing the overall operations and growth of the unit.
•	Establish partnerships and collaborations with external organizations and investors.

Director of the Business Development and Entrepreneurship Unit

Develop roadmap for the establishment of a hub for Agri-food SME start-ups, hosting the central kitchen and related facilities established by ESDU to develop the slow food and the urban agriculture sectors
 
o Develop strategy to combine product innovation and authenticity and increasing added value of the coops/SMEs and identify star products and document unified recipe for each product.

o Provide a Training of trainer (ToT) on Product Innovation to support in the delivering of TVET to beneficiary women

o Develop strategy for upgrading and sustaining coops/SMEs including: guide for Capacity Assessment of cooperatives/SMEs; sustainability strategy for coops/SMEs linking them with the central kitchen; and detailed list of events to implement sustainability strategy for coops/SMEs through capacity building training and marketing

o Develop an M&E system with indicators and benchmarks to test the strategy and its business plan and develop a joint report documenting above activities related to coops/SMEs sustainability

Activities Performed: Development of the Strategy, Launch of the Akletna Catering from a network of Community Kitchens across Lebanon – Food & Roots “from seed to table” Brand Positioning and Go to Market Strategy – Urban Agri-Food Hub: Concept Note for Funding - Business Model for self- sustainability – Works Supervision and Implementation Strategy.

Director Product Business Development

Business Sustainability – 8 Community Kitchens across Lebanon ( North - Bekaa - Beirut)

- AUB University
The Environment and Sustainable Development Unit (ESDU)/at the FAFS
The Food Heritage Foundation (FHF) 


•	Develop detailed profiles for each kitchen (Profiling & Situational analysis)
•	Conduct an analysis of the current policies, cost and benefits associated with the kitchens 
•	Create an overarching strategy for sustainability of the kitchens in the network 
•	Build short and long term self-sufficient business & operational plans
•	Develop a system to measure the progress of the initiative  
•	Initiate sustainability marketing plan/events with existing kitchens
•	Develop and provide a fundraising strategy to the currently implementing partners in the CKs

Sustainability Marketing Consultant

Consultant, Trainer or Coach | Export Readiness & Go to Market - Marketing & Branding 

International Trade Centre

1-Honey Sector in Tanzania: Develop a training methodology and content for honey producers to establish their individual marketing, branding and social media strategies, based on inputs from the market research conducted for this project in Europe and in Tanzania and the East African region
2- WiFi and eCAP 1 Projects in Lebanon: Support SMEs and women led SMEs in their e-commerce activities including: 
. Developing their e-commerce canvas strategy 
. Developing high quality digital content 
. Identify and benchmark Marketplaces, logistics and payment platforms 
. Account management, customer service and returns 
. Digital marketing and internationalization of their SMEs

E-Commerce, Branding & Marketing International Advisor

The Rural Initiative

Business Advisor

QOOT Strategic Management:

• Improving the Cluster’s strategy with Berytech and the elected QOOT Board and building a long-term sustainable model.
•	Ensuring the Cluster becomes partially sustainable within a year, and self-sustainable within two years.
•	Enhance communications and marketing strategy to increase the visibility of the Cluster.
•	Growing a national and international network.
•	Maintaining and developing positive working relationships with all internal colleagues, cluster members, and external agencies and professionals.
•	Acquiring and implementing joint projects for the Cluster members to cooperate on, including on large projects funded by international donors like the EU, USAID, and others.
•	Present measurable data, statistical analysis results, and different reports to the board members
•	Proactively research and map international cluster opportunities and support the board in developing the cluster strategy to unleash the opportunity in the market.
•	Ensuring the supervision and development of all staff in the Cluster, as well as mentoring and developing any employees that directly report to them.

Cluster Strategy & Sustainability Consultant

Fair Trade Lebanon

JANA Saj Franchise Developer

Leading all “Access to Markets” strategies, ideas & implementation, marketing and communication functions. Thus strongly contributing to shape and enhance all key strategic decisions for the NGO and its commercial brands, driving strong business results. 

•	Create and implement new food concepts and product development that drive topline revenue growth for the Food Processing  COOPs network
o	A “Saj” Franchise Concept launched at Carrefour in Lebanon and in the process of launching in France and the UAE. Introduced the Terroirs du Liban Brand in France.

•	Lead the marketing, advertising, creative and social media plans to achieve the brands broad marketing and brand positioning objectives. 
o	Terroirs du Liban Brand Uplift and Product Innovation Matrice – Awareness events such as World Fair Trade Day– Souk Jana Loubnan concept and events - Lebanese Products Tasting and US Market exploration event at the Lebanese Embassy in Washington 

•	Lead brand positioning and strategic brand development in the context of the overall vision.
•	Leverage the various data sets to determine growth and leverage areas on the business and where/how to direct the marketing funds 
•	Collaborate with communication partners to plan and implement optimized and integrated marketing plans and campaigns.

Sofil Catering

Quickly accelerated sales growth on proven marketing plan management, sales and kitchen teams mentoring & international training, strategic planning and new market development skills. 

•	Improved Sofil Catering’ market position and achieve a 37% sales revenues growth 
•	Identified and developed Sofil Catering’s unique selling propositions and differentiators through sustainable marketing initiatives.
•	Introduced innovative menus, sales material and communication themes. 
•	Managed the company's reputation and ensured to retain that image by continually enhancing the organization’s performance.
•	Assisted on responding to new business opportunities including researching companies and industries, writing proposals, preparing presentations and other new business efforts.
•	Actively presented ideas to expand the product and service offering and enhance the positioning of the company
•	Implemented on the ground and assessed the ideas and recommendations presented.
•	Manage Social Media marketing campaigns and day-to-day activities including:
−	Create, curate and manage relevant content to reach the ideal customers.
−	Oversee design, brief suppliers and supervise promotions and Social ad campaigns.
−	Monitor trends in Social Media tools, applications, channels, and strategy

Business Development, Marketing & Social Media Consultant

Goû – “World Food Discovery” Concept Outlet by Noyau sarl

•	In 2006,  with my 2 partners, I have created and successfully launched the Goû brand initially as a “Retail Concept Corner” at the ABC shopping mall, Beirut, Lebanon. 
•	In 2008, amid the uncertainties post the 2006 war, we created and launched a brand extension named “Goû Voyage” as a “Travel Retail Concept Corner” in Terminal 3, at the Dubai Duty Free Shop. It was aimed exclusively at the captive market of “Transumers”, the consumers in transit. 
•	In 2009, Goû was launched as a “Food Outlet” consisting of a Restaurant, Tea Garden, Patisserie and Boutique, in Ashrafieh, Beirut. It was created as a charming and welcoming destination space to experience its “World Food Discovery” concept. 
•	In 2011, I evolved the concept to include a Catering Unit serving mainly Embassies, namely the British Embassy, and major corporations looking for innovative and custom-made food creations. 
•	In 2012, and in collaboration with a hospitality consultancy company we evolved the structure of the Goû operations from a “Solitary” outlet platform and turned it into a “Franchise” Concept. 
•	In 2013, we sold the Goû Brand and Concept as a franchise to a hospitality group in Saudi Arabia, providing them with our know-how and all the necessary operational manuals and food menus.

Founder & Managing Partner of Noyau sarl

Imaging Concept

•	I deepened my know-how in CRM and customer loyalty programs, and was among the pioneers in the Middle East in this newly integrated marketing discipline.
•	Launched and successfully developed the "My Lancôme" Loyalty Card of L’Oreal Lebanon: 30% increase in sales revenues from Club Members
•	Created "My Hangout Zone" a virtual Dunkin Donuts Community online for the CRM and Loyalty Marketing building of the brand: 100% increase in the frequency of outlets visits by community members.

CRM & Online Marketing Department Manager

Memac Ogilvy

•	Developed and executed strategic communication campaigns for 2 major multinational brands: Unilever Levant (Comfort, Dove, Vaseline) and Nestlé (Klim, Cerelac, Milo) 
             - Successfully launched Comfort “Foll Scent”, sales achieved were 50% above forecast, thus made this brand the dominant player in its category by widening the market share gap with its challenger from 10 to 22 points

Regional Account Director & Coordinator

I am a business marketing development Consultant, Trainer and Coach with more than 25 years’ experience inspiring people, moving products and brands forward. 

I have spent most of my career with major multinational companies and agencies, holding a number of senior strategic and management positions in marketing and offline/online communications. 
During that time, I have worked with such well-known multinational brands as Unilever, Nestlé, L’Oréal and Johnson & Johnson. 
I than founded, developed, managed and franchised a unique F&B Concept: “GOU Restaurant & Salon de Thé” for which I was Finalist to the "Business of the Year" Award and won the First Prize of "How to be an Entrepreneur" Workshop.

Today, I leverage my expertise to accelerate the growth of entrepreneurs and SMEs, with a focus on financial sustainability, capacity building, and innovation competitiveness. Specializing in export strategies and market access, I empower brands to achieve financial sustainability and competitive advantage

My recent consultancy work includes high-impact projects with AUB’s Faculty of Agriculture/ESDU, Berytech and ITC Geneva, where I am leading initiatives in consulting, training and coaching on export development, product innovation and strategic branding under international programs.

CORE COMPETENCIES:
•	Business Feasibility Studies 
•	Business Plan Development & Growth Strategies
•	Product Innovation & Sustainability
•	Strategic Brand Positioning & Export Development
•	Access to Markets & Internationalization
•	Export Go-To-Market Strategy
•	Export and eCommerce Training and Coaching
•	Integrated Communications & Digital Marketing

MEMBERSHIPS in Professional Associations:
Associate Member in QOOT Cluster by Berytech - Pre-Qualified Consultant for SMEs with EBRD – Certified Mentor with Human Edge UK - International E-Commerce, Branding and Marketing Advisor with ITC/UN Geneva - Growthweel Certified Advisor

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Mohammad Mortada

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